WhatConverts Pricing Scenarios: Three Example Businesses

One of the things we pride ourselves on at WhatConverts is our straightforward and transparent pricing. Our plans consist of a flat monthly plan price plus your usage. 

However, because usage costs vary from month to month, figuring out what you’ll actually pay for tracking can seem a little intimidating at first. That’s why we came up with two solutions:

1. Our pricing calculator, which lets you see what you would pay based on your plan level and needs without asking for a custom quote
2. This article, which runs through example pricing scenarios for three average users of different types and sizes, to give you an idea of how costs are calculated and what factors will impact your final price

We’ve put together quotes for three of our most common users: individual service businesses who run their own campaigns, small agencies with a handful of clients, and larger agencies who need tracking at scale.

How WhatConverts Pricing Works

WhatConverts’s pricing is made up of two parts:

1. A monthly plan price
2. Usage charges for things like tracking numbers, calls, texts, forms, and transcription minutes

Monthly Plans

There are three core plan levels, available on two tiers: Individual or Agency. Individual plans cover one tracking account, while Agency plans include unlimited tracking accounts.

Individual users also have one additional plan option: the basic Call Tracking plan, which is an entry-level plan that covers standard call-only tracking features at a lower price point.

Usage Rates

Usage rates follow a simple fee schedule:

The only additional feature that carries a separate charge is white labeling, which costs $50/mo.

Included Usage Credits

Many tracking platforms have a certain number of numbers, calls, or forms included in the plan cost before they start charging additional usage fees. WhatConverts takes a slightly different approach by offering a monthly usage credit.

Each plan includes a monthly credit that’s automatically applied to any type of usage for the month.

For example, an individual Call Tracking plan user will likely spend their $30/mo credit on tracking numbers, call minutes, and call transcription, while an individual Elite plan user will likely put their $30/mo credit toward a more varied combination of tracking numbers and calls as well as forms, chats, and transactions.

Each plan has its own usage credit, which is automatically applied to the total usage amount for the month. Credits expire at the end of each month.

Three Example Pricing Scenarios

To give you an idea of what an average user might pay for WhatConverts in a month, we’ve put together pricing scenarios for three different types of businesses:

1. An individual business running their own ad campaigns
2. A small PPC agency tracking simple campaigns for a handful of client accounts
3. A larger PPC agency tracking more complex campaigns for a large number of client accounts

We’ll show you what an average user’s monthly costs might look like and how those costs would change depending on whether they need:

• Call tracking only
• Form, chat, and e-commerce tracking
• Advanced features like Call Flows and custom reporting
• HIPAA-compliant tracking accounts
• White label account dashboards
• Lead Intelligence automation rules

User #1: A Small Business Running Their Own Ad Campaigns

All-Star HVAC is a small heating and cooling business with a single location in Scottsdale, Arizona. Its owner, John, runs his own Google Ads and is looking for a straightforward way to see which campaigns are actually making money.

Scenario 1: Single Business, Call Tracking Only [Individual Call Tracking Plan]

John gets about 100 calls to his business every month, each lasting two minutes on average. He needs five tracking numbers: a four-number dynamic pool for his website, plus one static number that goes on his Google Business Profile.

Since John is an individual business and only wants to track calls, his best option would be the Individual Call Tracking Plan.

Here’s what John would pay each month on the Call Tracking plan:

John’s total bill on the Call Tracking plan would be $30/mo. As his business grows and he gets more calls, only his usage costs will increase. At double this call volume, his total bill would be $39/mo.

Scenario 2: Single Business, Standard Call and Form Tracking [Individual Plus Plan]

John decides to add a quote request form to his website and starts tracking form leads as well as calls. He gets about 50 form submissions per month on top of his existing call volume.

To gain access to form, chat, e-commerce, and appointment tracking, John would upgrade to the Individual Plus Plan.

Here’s what John would pay each month on the Plus plan:

The plan increase from Call Tracking to Plus can seem like a big jump, but once on the Plus plan, John’s costs will stay manageable even as his business continues to scale.

All-Star could double both its call and form lead volume, and the bill would only go up by $18/mo for a total of $78.50/mo. If volume quadrupled, the new total would be $114.50/mo.

Scenario 3: Single Business, Advanced Call and Form Tracking [Individual Pro Plan]

Once John starts using his data to optimize his campaigns, All-Star’s business will naturally begin to grow. John reinvests his increased revenue and adds a Facebook Business Page, Yelp Ads, and Google LSAs, each with its own tracking number, to the marketing mix.

John can handle this volume on the Plus plan, but this is the point where many businesses decide to upgrade to the Pro plan to unlock features that offer better efficiency and deeper insights, like:

• Call Flows: Set up dial menus to route incoming calls to different locations, departments, or representatives
• Custom Report Builder: Run reports using any of over 70 different data points as dimensions
• Scheduled Reports and Email Summaries: Automatically send custom reports and summaries to stakeholders on a daily, weekly, or monthly basis

By now, All-Star HVAC is fielding 250 calls and 100 forms per month. Here’s what John will pay per month on the Pro plan:

As with both of the other plans we’ve looked at so far, usage costs stay manageable as lead volume scales. Even at 500 calls and 200 forms, John’s bill would be $175/mo.

Scenario 4: Single Business, Call and Form Tracking with Automated Qualification Rules [Individual Elite Plan]

Qualifying and valuing leads manually with WhatConverts is faster and easier than you might think, especially since AI Call Analysis is included with transcription for call leads on all plans.

But when a business grows to the point where it’s receiving hundreds of leads a week, many marketers decide it’s time to automate the qualification process. That’s when they decide to upgrade to the Elite plan with Lead Intelligence automation rules.

At this point, All-Star has the same eight tracking numbers but is fielding 400 calls and 100 forms a month. Here’s what they’ll pay on the Elite plan:

Over $200/month for tracking may seem like a lot, but it’s important to keep in mind that by the time a business upgrades to the Elite plan, their lead tracking setup is driving significantly increased revenue.

Lead Intelligence automatically evaluates leads as they come in, identifies which ones are qualified, and attaches dollar values to each one.

All of this data is automatically pushed back to Google Ads to teach the algorithm which clicks are resulting in real revenue. As a result, Smart Bidding learns to waste less on keywords that don’t drive jobs and instead invests that budget in bidding more on keywords that generate real customers.

In other words: a modest investment in lead tracking results in major revenue and ROI gains, and WhatConverts pays for itself.

User #2: Small Agency with A Handful of Clients

A to Z Digital is a boutique PPC marketing agency that specializes in running paid search campaigns for health and wellness spas in Providence, Rhode Island. With five current clients, it’s a small but growing business looking to ground its campaign strategies in concrete attribution data.

Scenario 5: Five-Client Agency, Call Tracking Only [Individual Call Tracking Plan]

A to Z Digital is an agency, but with only five clients, it actually makes more financial sense to start out with five Individual Call Tracking plans rather than switching to the Agency tier.

Each of their clients has five tracking numbers (four dynamic pool numbers and a static Google Business Profile number) and gets about 100 two-minute calls each month. They also use white labeling so that the client dashboard shows their own agency branding.

Here’s what A to Z Digital would pay for five Individual Call Tracking plans:

Many agencies prefer to pass tracking costs onto clients as part of their monthly service agreement, and WhatConverts makes it possible to bill clients’ for their individual plan and usage directly. In this case, each client’s usage is covered by their usage credit, so each one would pay $80/mo.

Scenario 6: Ten-Client Agency, Call Tracking Only [Agency Plus Plan]

Once agencies reach about $550/mo in total monthly costs, it makes more financial sense to switch to the Agency Plus plan. For most agencies, that comes around the seven- to ten-client mark.

Unlike Individual plans, which include one account each, Agency plans include an unlimited number of tracked accounts. Each Agency plan comes with a higher monthly usage credit, and since the $50/mo white labeling charge is billed at the plan level, Agency users pay once and get white labeling for all client accounts. Usage rates are also lower at the Agency tier.

Here’s what Agency Plus pricing looks like for A to Z once they have ten clients, each with five tracking numbers and 100 two-minute calls/month:

Note that there is no call-only tracking plan on the Agency tier, but switching to Agency Plus still offers a significant discount, even for agencies that only track calls.

In this example, switching to Agency Plus saved A to Z Digital over 30%: for these same ten clients, ten Individual Call Tracking plans would have come out to $800 total compared to $550 total on Agency Plus.

And if A to Z does decide to start tracking more than just calls, now they can do so without any plan changes or additional charges besides usage. Forms and chats are billed at ten cents each, so if all ten clients started tracking 50 forms per month, it would add just $50 to the agency’s total costs or $5 to each client’s individual bill.

Scenario 7: Ten-Client Agency with HIPAA Compliance Needs [Agency Pro Plan]

The five new clients on A to Z’s roster are medical spa clinics and are governed by HIPAA privacy laws. That means that A to Z’s tracking platform has to be HIPAA compliant, too. HIPAA compliance is available at no cost on WhatConverts Pro plans and higher.

Here’s what the agency’s total monthly cost would be on the Agency Pro plan:

Since usage is the same, the only increase is the plan cost. If A to Z divides the cost evenly across clients, it comes out to $85/mo each. Or, they could choose to keep the five non-HIPAA accounts at the $55/mo rate and bill the five HIPAA clients $115/mo each to subsidize the plan upgrade.

The Pro plan also unlocks features like Call Flows, IVR menus, geo-routing, and the custom Report Builder, so all of their clients’ accounts (with or without HIPAA) will benefit.

Scenario 8: Twenty-Client Agency with Automated Lead Qualification [Agency Elite Plan]

A to Z doubles its roster over the next year, growing from ten clients to twenty. At that size, qualifying and valuing every lead by hand across twenty accounts stops being realistic. That’s where the Elite plan comes in.

The Elite plan adds Lead Intelligence, which applies if/then rules to incoming leads automatically, along with Customer Journeys and multi-click attribution for clients running campaigns across several channels.

A to Z uses Lead Intelligence to standardize qualification across every client account:

• Qualify by intent: IF spotted keywords include "book a consultation," THEN mark the lead quotable
• Filter junk automatically: IF call duration is under 15 seconds, THEN mark the lead as not quotable
• Route by service line: IF spotted keywords include "injectables," THEN set lead type to med spa

Each of A to Z’s twenty clients has five tracking numbers and tracks about 100 two-minute calls each month.

Here’s what they would pay on the Agency Elite plan:

Split evenly, that works out to $131.50/mo per client.

The same twenty accounts and the same usage on the Agency Pro plan would come to $965/mo, so Lead Intelligence and multi-click attribution cost A to Z $350/mo. For an agency saving 10+ hours a week by automating manual lead review, that math usually works out in favor of the upgrade.

User #3: Large Agency Tracking Campaigns at Scale

Beacon Digital is a full-service performance marketing agency with 25 clients in the home services, legal, and financial industries. It runs campaigns tracking call, form, and chat leads across Google Ads, Meta Ads, LSAs, and organic search. Every client gets a white labeled lead dashboard.

Beacon’s tracking setup looks much different from A to Z’s tracking. Every client account has eight tracking numbers, fields about 200 two-minute calls per month, and tracks about 150 monthly form and chat submissions.

We would strongly recommend that an agency of this size jump directly to the Elite plan to make use of our Lead Intelligence automation rules to automatically qualify and value leads as they come in.

But since the purpose of this article is to demonstrate what costs look like at every level, we’ll walk through Plus and Pro pricing for this business as well.

Scenario 9: Large Agency with Manual Call and Lead Tracking [Agency Plus Plan]

The Plus plan gives Beacon everything they need to track all lead types, qualify and value them manually, and run comprehensive standard reports.

Here’s what they would pay on the Agency Plus plan each month:

Four figures may look like a lot, but spread across a 25-client roster, that comes out to just $65/mo per client. That’s almost 20% cheaper than what A to Z paid per client on the Agency Plus plan, even though Beacon’s clients have more tracking numbers, double the call usage, and track multiple lead types. That’s because the plan price is spread across a much larger roster while usage rates stay the same.

However, most agencies at this scale would start with the Pro plan or higher, simply because Call Flows and the Custom Report Builder play such a major role in keeping lead tracking efficient when processing this many leads in a given month.

Scenario 10: Large Agency with Advanced Lead Tracking [Agency Pro Plan]

A large-scale agency would upgrade to Pro for access to features like Call Flows and the custom Report Builder.

Call Flows lets high-volume businesses set up menus that route callers more efficiently, provide key marketing context to the answering party before the call connects, and send data directly from the keypad back to the caller’s Lead Profile.

The custom Report Builder lets agencies generate deep business insights that are unique to each client and position themselves as strategic partners rather than lead vendors.

With the same 25 clients and the same usage, here’s what Beacon Digital’s monthly cost would look like on Pro:

Even at this level, per-client costs remain extremely manageable at just $75/mo each.

Scenario 11: Large Agency with Automated Lead Qualification at Scale [Agency Elite Plan]

Manual qualification and valuation with WhatConverts is a lot easier than it might seem, thanks to AI Call Analysis that runs automatically on all transcribed call leads and the Lead Manager which makes it possible to sort, filter, and qualify leads in bulk.

But when you have 25 clients and over 2,000 leads to qualify each week, it’s time to automate the process.

The Agency Elite plan handles that, with Lead Intelligence rules that run automatically on every incoming lead plus Customer Journeys and multi-click attribution for clients whose buyers touch several channels before converting.

Here’s what Beacon would pay on the Elite plan:

Even in this highest-volume, highest-complexity scenario, Beacon’s cost comes out to $89/mo per client. Combined with the value of the time saved by automating lead qualification, the benefits more than outweigh the costs.

Grow Your Business, Not Your Tracking Costs

Call and lead tracking is supposed to be an investment, not an expense. When you know which campaigns produce real leads, you can stop paying for the ones that waste money and put that budget into expanding the ones that generate real business.

The amount of decreased waste and increased revenue that you get from tracking leads adds up to far more than what it costs to track them.

WhatConverts pricing is designed to make sure that tracking makes more money than it costs, even as you grow. The more clients you add, the lower your plan cost per client becomes. And with reasonable usage rates that stay the same no matter how much you scale, you never have to worry about breaking the bank.

Find Your Own Number

These scenarios cover common setups, but none of them will match your business exactly. Luckily, you don’t have to guess: enter your lead volume and the features you need into our pricing calculator and get a custom monthly cost estimate, usage included.

Ready to learn what tracking can tell you about your campaigns?